Emily Critser
Senior Content Strategist
Amazon Introduces New AI & Customization Features in Store Builder
Amazon continues to enhance the Store Builder with new AI-powered tools and customization options. These features are designed to streamline Store creation, scale creative production, and offer brands more flexibility in how they present their products.
For established brands, this shift underscores Amazon’s commitment to speed, automation, and personalization—three levers that will define competitive advantage at the retailer.
1. Add a Page With AI (Beta)
Amazon now offers an AI assistant to build entire Store pages. With the promise of “expert guidance,” brands can select quick-start prompts, such as best-seller or deals pages, or describe a custom page for AI to generate.
How it works:
Brands can select any of the suggested prompts or create a custom prompt for the AI to generate a complete Store page, including product grids, imagery, copy, page title, and meta description. Content can be launched as-is or edited to align with brand standards (more on that later).
When we tried out the AI assistant ourselves, we also noticed that this feature utilizes a new module called the Multi-Content Widget. This module isn't available in the standard component library, but brands can modify it after the AI assistant generates page content.
Opportunities:
Add a Page With AI (Beta) enables brands to stand up Store pages quickly with minimal assets or experience. It also reduces the workload for brands with limited creative or copy resources.
Considerations:
AI-generated imagery still shows signs of being machine-made, especially images of people and animals. Additionally, creative outputs often lack the polish expected of premium brands.
Is It Right for Your Brand?
This new feature makes creating a conversion-focused storefront easier than ever, particularly benefiting smaller brands and under-resourced teams. For large, global brands, however, it raises a key question: when is speed worth more than brand identity? Brand leaders and agency partners will need to determine where AI-driven speed-to-market outweighs the need for creative excellence.
2. Create a Product Collection With AI
Like AI-assisted page creation, Amazon is also leveraging AI to enhance product collections, providing brands with another way to streamline seasonal or campaign activations. Create a Product Collection With AI lets brands generate curated collections with both imagery and supporting copy with just a few inputs.
Brands can guide the AI to create an image and text by selecting from a list of themes or by writing their own prompt. Collections can be launched immediately or edited to meet brand guidelines.
Opportunities:
This feature is ideal for quickly creating content for seasonal activations, such as holiday gift sets or back-to-school bundles, as well as for meeting quick-turn content needs for promotional campaigns.
Is it right for your brand?
Much like the AI assistant for creating Store pages, Create a Product Collection With AI helps brands generate relevant, themed experiences fast. For well-resourced brands, the efficiencies gained are less about replacing creative teams and more about accelerating campaign execution. Again, brand leaders and agency partners will need to determine where AI-driven speed-to-market outweighs the high-quality creative customers expect.
3. Additional Customization Features
The retail giant is also expanding customization options within Stores, giving brands more control while keeping them within retailer parameters. The new options include:
Product Selector Enhancements:
- Add intro text and an image before the first question.
- Feature images or icons for answer choices.
- Customize font styles (serif/sans serif, size, weight).
- Select from 18 background colors, plus button styles and colors.
AWLS-Stores-Customization-Widget:
This allows brands to hide header or footer modules, streamlining the path to shoppable content. It’s available in the standard component library.
Multi-Content Widget (AI-Only):
This component is accessible only through AI-assisted page generation. Once created, brands can customize imagery, copy, font color (HEX), font style (20+ options), and font size.
The New AI Creative Workflow
Together, these updates reflect Amazon’s broader strategy: leveraging AI to accelerate creative production while expanding brand flexibility within Stores. Benefits for brands include:
- Speed-to-market: Rapidly launch new pages or collections in response to seasonal, cultural, or competitive moments.
- Scalability: Support global teams and under-resourced markets with AI-powered creative that can be refined centrally.
- Experimentation: Test new layouts, widgets, and messaging faster, with the ability to pivot quickly based on performance data.
Are you maximizing AI to accelerate efficiency and scale across your Amazon Store? Our commerce practice is ready to guide your brand through this next evolution, helping you strike a balance between speed, creativity, and performance.